Allwyn launches lottery gift campaign

Allwyn, operator of the UK National Lottery, is launching a Best Gift Ever campaign to encourage people to consider going into stores to buy a physical National Lottery draw ticket or Scratchcard as a present.

The new campaign assets feature either an iconic National Lottery pink ticket or a Scratchcard, with taglines such as “Because everyone has a birthday” and “Happy ‘Don’t get me anything’ Day.”

All ads will also display the Best Gift Ever strapline and a specially-designed 18+ Gift Responsibly mark to reiterate the need for people to still be 18 or older to buy, gift, receive and play.

Already appearing on radio, out-of-home and print, the new campaign will develop over the coming weeks and months.

June will see a Best Gift Ever in-store takeover featuring playstation inserts, posters, wobblers and counter cards – and the campaign will then shift focus in the lead-up to Christmas, traditionally the National Lottery’s biggest gifting moment.